摘要
当前,传播影响力与经济效益已经成为影响博物馆发展的重要因素。这意味着在注意力经济的环境中,博物馆要充分发挥其社会文化功能,需要传播力量和经济力量的双重介入。本研究以故宫IP经济为例,指出:年轻态的传播理念,使古老的文化迅速融入大众文化;优质的传播渠道,使博物馆文化具备跨媒体的流通性,能更好地实现其文化影响力与经济效益;而跨界强强联合,则可以激活授权联动。因此,博物馆文化品牌(IP)的融合媒体打造与博物馆经济的有机结合可以促进博物馆的文化影响力与经济效益。在这种情况下,如何在不同的新媒体平台中完成博物馆IP的打造和流通、使其在年轻化人群中具有普及性、影响力和文化消费力,同时保障博物馆的文化公共性,是本文关注的问题。
At present, dissemination of influence and economic benefits have become important factors affecting the development of museums. This means that in an environment of attention economy, museums need to involve both the power of transmission and the power of economy to give full play to their social and cultural functions. Taking the IP economy of the Forbidden City as an example, this study points out that the young-type communication concept enables ancient culture to quickly integrate into popular culture;high-quality communication channels enable museum culture to have cross-media circulation and better achieve its cultural influence And economic benefits;and cross-border strong alliances can activate authorized linkage. Therefore, the organic integration of the integrated media creation of the museum cultural brand(IP)and the museum economy can promote the museum’s cultural influence and economic benefits. In this case,how to complete the building and circulation of museum IP in different new media platforms, so that it has popularity, influence and cultural consumption among young people, and at the same time ensure the cultural publicity of museums Concerns.
出处
《价格理论与实践》
北大核心
2019年第8期165-168,共4页
Price:Theory & Practice
